How Pink Floyd’s Roger Waters became Lachy Doley’s biggest client | #578

How Pink Floyd’s Roger Waters became Lachy Doley’s biggest client | #578

In 2017, Lachy Doley did something most business owners would never do. He emailed his adoring fans to tell them, in no uncertain terms, that he was “more broke than ever and seriously this close to giving up and finding a real job.” Four years later and he’s about to embark on a global tour with Pink Floyd’s Roger Waters. It’s a not-so-dark-side-of-the-moon episode 578 of The (12 year-old, award-winning) Small Business Big Marketing podcast.


A little more about musician Lachy Doley …

Nick Pearce is the co-founder of HoMie – a retail and training social enterprise where 100% of profits support young people experiencing homelessness and hardship.

How they do that is what piqued my interest in getting Nick on the show.

You see, from the outside, HoMie is a streetwear clothing label with a retail store on Melbourne’s famous Brunswick Street, manufacturing and selling all the usual suspects … hoodies, Ts, beanies, tote bags. 

But then things get interesting … You see, HoMie’s philosophy is that homelessness is a situation that young people can move out of with the right support and tools.

So, the brand also provides training via their Pathway Project enabling those doing it tough to skill-up and become retail store ninjas!

We cover plenty of ground in this chat with Nick including how Humans of New York inspired the first iteration of the HoMie brand, how to develop profitable strategic alliances, along with Nick’s insightful view on guerilla marketing.

Oh, and later in the interview, you’ll hear about a number of fulfilling ways you and your business can support HoMie’s mission … and (spoiler alert) it’s not through donations.

As the founder of a social enterprise, I started off by asking Nick if he felt as though he was on a mission …



Timbo’s Top 3 Attention Grabbers from my chat with Lachy Doley …


  1. I love how he stuck it out. Music is his gift to the world, and he knows that. He would’ve lasted 5-minutes in a job!
  2. I love Lachy’s humbleness. I’ve spoken to business owners a lot less successful than Lachy, who are a lot more egotistical! I honestly believe Lachy’s ability to keep his ego in check is a large contributor to his success.
  3. I love how Lachy has created multiple revenue streams to get him through the tough times.



Other interviews with performers on The Small Business Marketing Podcast


Interview with Lachy Doley (the first one I did)


Interview with Will It Blend’s Tom Dickson



Last Week’s Episode of The Small Business Big Marketing Podcast


Streetwear brand Homie is changing the retail landscape for the good (forever).




Thanks for tuning in. May your marketing be the best marketing.






Marketing Wake Up Calls

Only for the motivated business owner keen to build their beautiful business in to the empire it deserves to be.